Volkswagen to review German media

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WOLFSBURG -- Volkswagen here has invited incumbent Carat. Wiesbaden, Hamburg-based Initiative Media and Duesseldorf-based MediaCom to pitch for its German media buying account.

Last year, VW spent $265 million on its VW, Audi, SEAT and Skoda brands in Germany.

However, it's unclear whether Initiative Media and MediaCom will take part in the pitch, since MediaCom handles media buying for BMW and Initiative holds the Daewoo account.

Carat is confident of its hold on the business. "We have been handling the Volkswagen account for five years now and consider it normal that our client is reviewing the account," says Kai Hiemstra, chairman of Carat, Wiesbaden.

Copyright September 1998, Crain Communications Inc.

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